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Women taking lead roles in bike business

A pair of lady bikers ride a three-wheel east on Main Street in Daytona Beach as Bike Week 2013 roars on into the weekend. Bike Week has proven to be a valuable niche for some businesswomen in Volusia County.

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"There's a whole different feeling walking in here," said Baldwin about Kathleen Steele-Tolleson's store catering to women motorcycle riders, offering custom fit and designed motorcycles, as well as a full array of biker gear for women.

And Baldwin would know: She's with the Sturgis Motorcycle Museum and Hall of Fame, where another of the country's most popular biker events takes place.

But it's not just one store in Daytona Beach that has a strong women's presence. Baldwin and a group of women from Sturgis said this week they think Daytona Beach has more women running or owning businesses catering to bikers than any other area of the country.

That's probably a result of the natural climate, as much as it is the business climate, said Shelly Rossmeyer Pepe, who helps run her family's company, which owns three local Harley-Davidson dealerships.

"We are very fortunate to live in a year round riding environment," Pepe said. "But also we just happen to have a huge women riders demographic.

"Maybe it has been recognized as a friendly community for women riders," she said. "Maybe that's what inspired it."

Either way, the female influence abounds in local businesses on display during Bike Week.

Theresa Doan owns several businesses and bars catering to bikers on Main Street. Sally Stevens and Melissa Penland operate the Iron Horse Saloon in Ormond Beach. Ann Marie Kistner co-owns Custom Works, a motorcycle dealership, service center and store in Daytona Beach, with her husband. She also operates a ladies boutique inside the shop.

Steele-Tolleson's airbrush artist is a woman, Fern Gadd.

The Rossmeyer women, including Pepe's mother, Sandy, and sister Mandy, run the business with the girls' brother Will and others.

Pepe, active in the family business from a young age, said it has never been particularly challenging to operate in what some consider a man's world.

"I've always believed that when you know your product, it makes it very easy," she said.

But the industry has become more receptive to women over the years, she said. She's seeing "a lot more women coming into the business through ownership or management, whether it's dealerships or manufacturers."

"We're seeing women in all aspects of the dealership, rather than just in certain departments," she said. "We always encourage women sales people, whether it be parts or service advisers."

Over the years, women have grown as a demographic within the motorcycle industry.

And that's a great thing as far as Pepe and Steele-Tolleson are concerned.

When Steele-Tolleson began shopping for a new motorcycle for her 50th birthday several years ago, her husband went along with her. The couple found salesmen would talk to her husband instead of her, even though he explained that she would be the one riding and handling the bike.

She was frustrated she could find the power she was looking for or the fit but not always together.

"I was trying to find a motorcycle with the speed and power I wanted and the fit I needed," said Steele-Tolleson, who stands 5 feet tall.

"Women are the fastest growing segment of the industry yet we were the most under-served," she said.

Together, they came up with the idea for a store catering specifically to women, where women could get their own bikes altered to fit their bodies, for example, having them lowered and the handlebars adjusted closer to the rider. She opened the shop in Daytona Beach in 2008. It has proven a very successful concept.

"We have bikes in 24 states and Canada," she said this week. Last year she licensed a boutique in Vancouver Island, British Columbia, and is working on licensing a store in the Smoky Mountains.

"Women have earned their way into the industry," she said, "and they have earned the respect of the people in the industry."

There are many more women who would love to ride a bike, she said. "They just don't know it yet."

<p>Robin Baldwin walked into Roar Motorcycles on Beach Street this week and looked around with a smile on her face.</p><p>"There's a whole different feeling walking in here," said Baldwin about Kathleen Steele-Tolleson's store catering to women motorcycle riders, offering custom fit and designed motorcycles, as well as a full array of biker gear for women. </p><p>And Baldwin would know: She's with the Sturgis Motorcycle Museum and Hall of Fame, where another of the country's most popular biker events takes place. </p><p>But it's not just one store in Daytona Beach that has a strong women's presence. Baldwin and a group of women from Sturgis said this week they think Daytona Beach has more women running or owning businesses catering to bikers than any other area of the country. </p><p>That's probably a result of the natural climate, as much as it is the business climate, said Shelly Rossmeyer Pepe, who helps run her family's company, which owns three local Harley-Davidson dealerships. </p><p>"We are very fortunate to live in a year round riding environment," Pepe said. "But also we just happen to have a huge women riders demographic.</p><p>"Maybe it has been recognized as a friendly community for women riders," she said. "Maybe that's what inspired it." </p><p>Either way, the female influence abounds in local businesses on display during Bike Week. </p><p>Theresa Doan owns several businesses and bars catering to bikers on Main Street. Sally Stevens and Melissa Penland operate the Iron Horse Saloon in Ormond Beach. Ann Marie Kistner co-owns Custom Works, a motorcycle dealership, service center and store in Daytona Beach, with her husband. She also operates a ladies boutique inside the shop. </p><p>Steele-Tolleson's airbrush artist is a woman, Fern Gadd. </p><p>The Rossmeyer women, including Pepe's mother, Sandy, and sister Mandy, run the business with the girls' brother Will and others. </p><p>Pepe, active in the family business from a young age, said it has never been particularly challenging to operate in what some consider a man's world. </p><p>"I've always believed that when you know your product, it makes it very easy," she said. </p><p>But the industry has become more receptive to women over the years, she said. She's seeing "a lot more women coming into the business through ownership or management, whether it's dealerships or manufacturers." </p><p>"We're seeing women in all aspects of the dealership, rather than just in certain departments," she said. "We always encourage women sales people, whether it be parts or service advisers." </p><p>Over the years, women have grown as a demographic within the motorcycle industry. </p><p>And that's a great thing as far as Pepe and Steele-Tolleson are concerned. </p><p>When Steele-Tolleson began shopping for a new motorcycle for her 50th birthday several years ago, her husband went along with her. The couple found salesmen would talk to her husband instead of her, even though he explained that she would be the one riding and handling the bike. </p><p>She was frustrated she could find the power she was looking for or the fit but not always together. </p><p>"I was trying to find a motorcycle with the speed and power I wanted and the fit I needed," said Steele-Tolleson, who stands 5 feet tall. </p><p>"Women are the fastest growing segment of the industry yet we were the most under-served," she said. </p><p>Together, they came up with the idea for a store catering specifically to women, where women could get their own bikes altered to fit their bodies, for example, having them lowered and the handlebars adjusted closer to the rider. She opened the shop in Daytona Beach in 2008. It has proven a very successful concept. </p><p>"We have bikes in 24 states and Canada," she said this week. Last year she licensed a boutique in Vancouver Island, British Columbia, and is working on licensing a store in the Smoky Mountains. </p><p>"Women have earned their way into the industry," she said, "and they have earned the respect of the people in the industry." </p><p>There are many more women who would love to ride a bike, she said. "They just don't know it yet."</p>